The Study Of Clothing Brand Preceived Quality On Customer Loyalty

In the fierce market competition, how to establish and maintain a long-term customer relationships is the important issues the survival of the firm faces, therefore, the study on customer loyalty came into being. As the market competition, improving customer perceived quality is an important way of the enterprises'competitive advantage . Domestic and foreign scholars on the perceived quality and loyalty have done many studies, but the relationship between the perceived quality of the clothing brand and customer loyalty have done little research.This paper focuses on the areas of clothing brand's perceived quality, summarizes previous research results about the perceived quality dimensions .the dimensions of the perceived quality of the clothing brand identified as product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation. As the example of brand clothing industry, the use of empirical methods is to test this division of the dimensions of perceived quality is appropriate, and research relationship between the product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity, brand reputation and the degree of customer loyalty. the main conclusions obtained by the hypothesis test: product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation on customer loyalty has a significant positive impact; taking into account factors of the clothing brand perceived quality on customer loyalty is very complex, this study has some limitations because other factors have not been considered comprehensively, as result ,this paper concludes with some recommendations for future research in order to improve the perception of clothing brand quality on customer loyalty. At the same time, from the clothing brand perceived quality to customer loyalty, which is a complex dynamic process, completing this process requires companies to design from an overall perspective, produce and deliver its products, services, brand and store image into the market , in order to satisfy functional and psychological needs of customers, in order to establish, maintain and develop loyalty among customers and to achieve mutually beneficial and win-win.